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DO THE EDUCATIONAL SERVICE CHARACTERISTICS AND
PERCEPTIONS MATTERS TO INTENTION TO RECRUIT MASTER OF
MANAGEMENT’S ALUMNI IN CENTRAL JAVA?
Liza Agustina Maureen Nelloh
Pelita Harapan University, Surabaya - Indonesia
Email: lizanelloh@gmail.com
Abstract: Competitiveness arena of higher education in Central Java Indonesia motivates its institution to improve branding
strategy, and the quality of its educational characteristics in order to build good perception about its institution and the quality
of its graduate. The author focuses on several perceptions’ dimensions to evaluate educational service characteristics such as
brand awareness, quality of the graduates, and institutional image. Whether those variables will positively impact on intention
to recruit, the author wants to see the correlation of each variables simultaneously using Structural Equation Model (SEM).
Data were collected through purposive sampling in several cities in Central Java. Owners and managers from several
industries were asked to evaluate Satya Wacana Christian University, especially its Master of Management program. The
results indicate all hypothesizes were supported by data. This study contributes to branding strategy in higher education and
present important insight to improve several education qualities in higher education sector.
Key words: Higher education, educational service characteristics, brand awareness, graduates quality, institutional image,
intention to recruit.
satisfaction, and build a good marketing strategies not
only to survive but to win sustainable competitive
advantage I higher education sector. Besides
international studies, many national studies also
examined students’ satisfaction and enrollment
(Srinadi: 2008, Naibaho & Nurcahyo: 2010,
Yustanika: 2010, Surjaputra et al: 2010, Munawaroh:
2010, etc). Those studies also concluded the same
thing.
Besides students, there are several stakeholders
to be considered as an attention in higher education
studies. Some stakeholders to be mentioned such as
students, employers and society, students’ parents, the
government and other funding bodies, quality
assurance agencies and other reglementing
authorities, professional bodies (Chapleo, 2004; Voss,
Gruber, Szmigin, 2007; Kantanen, 2007). This
explanation concludes that the students are not the
only one stakeholder to be satisfied but also the
employer in order to build good public relation
among institutions. The study of evaluating quality of
graduates and its impacts on recruit still seldom in
quantitative research areas. The research gap
mentioned motivate the author to evaluate employers
perception about educational service education, the
graduates, institutions, and brand to improve his or
her intention to recruit. The author focus on several
perception such as brand awareness, graduates’
quality, and institutional image to evaluate the service
education and whether it will impact on the intention
to recruit. The usage of the three perception
INTRODUCTION
There are several changes in the environmental
decision, politics, its structure driving the changes an
effect on how higher education institutions operate
nowadays and they are seen as the driving forces for
the marketization of higher education (Maringe, 2006;
Nicolescsu, 2009). It will enforce the competitive
arena in higher education sector to build good
marketing strategy in order to survive and win the
sustainable competitive advantage. Those changes
were happening also in Central Java Indonesia which
owns several famous private universities such as
Satya Wacana Christian University (SWCU),
Soegijopranata Catholic University, Muhammadiyah
University in Surakarta, Muhammadiyah University
in Magelang etc. One university that owned A
Accreditation for its Master of Management Program
is SWCU (Indonesian National Accreditation –
Higher Education). In Indonesia, there are only 20
universities that got A Accreditation, which means
that Master of Management (MM) SWCU is one of
the best education for private univeristy in Indonesia
especially in Central Java.
Recently, many international studies of marketing higher education only focused on satisfying
students and attracted new students to enroll the
universities (Kara & Deshields:2004, Sahin: 2007,
Scott: 2008, Chou:2010, Bradford &Wyatt:2010,
Mourad et al, 2010, etc.). Those studies conclude that
it is important for universities to build student’s
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dimensions because of several scope of limitation in
marketing of higher education (Nicolescu, 2009).
EDUCATIONAL SERVICE CHARACTERISTICS
The first review of the literature is educational
service characteristics Shaik (2005) argue that
education is a service and students are the prime focus
of the institution. The shift of education’s definition as
whole, education service characteristics could be
stated as service with its own characteristics such as
students and employer. Service education that offered
by educational institutions should be focus on its own
quality in order to yield a quality graduates. Owlia
and Aspinwall (1997) stated three process of
education’s quality dimension such as input quality,
process quality and output quality as one system in
educational system. Input quality includes students,
curriculum, lecturers, value, attitude, knowledge, goal,
and fund. Process quality includes teaching activity,
technology implementation, interaction between
lecturer and students, counselor, and administrator
(Munandir, 2002). Those indicators were very
internal and difficult to be recognized by the
employer.
To identify the dimensions of education service
characteristics which could be recognized by the
employer, Pierri (2003) expressed several service
characteristics such as intangibility, variable, perishable, simultaneous production and consumption. As
the examples of those indicators, intangibility could
be seen by the teaching and learning activity. Variable
could be seen on people based service such as its
lecturer, while perishable could be seen on the patch
on the class, and simultaneously production and
consumption is the continuously learning activity by
the students in class during the lecturers’ taught them
and so on. However, those indicators are still
bothersome into the perception of the employer. In
order to get the useful indicator, just like Owlia and
Aspinwall’s (1997) explanation, this study only focus
on input quality which is lecturers and curriculum.
Hence, these two indicators will lead to the evaluation
in case of their perception about education service
characteristics regarding to one brand as the objective
to be evaluated.
BRAND AWARENESS
In this study, one of perceptions’ dimensions is
the ability of the employer to recognize, recall the
brand of university which is called brand awareness
(Durianto, et al., 2001). Over the last decades, there
are some approaches by several authors about brand
awareness. Aaker (1991) stated that brand awareness
is the part of brand equity as the powerful brand in the
organization. Brand equity as a set of fundamental
dimensions grouped into a complex system comprising mainly: brand awareness, brand perceived
quality, brand loyalty and brand associations (Aaker,
1991). Those briefly explanation concluded that brand
awareness could be the first step over complex brand
knowledge by consumers. The benefit of brand
awareness could be the first impression and recognition by consumers to know the brand. The new
beginner should apply this constructs to know
whether the consumers already aware the brand or
not. It is the first step, so brand awareness could be
seen as the fundamental factors in brand equity
(Moisescu, 2009).
Several studies in international and national for
the importance of brand awareness (Aaker: 1996,
Moisescu: 2009, Fayrene & lee: 2011, Wibowo &
Kusumawardani:2006, Afif and Hakim, 2007 etc.).
Those studies stated that brand awareness can be
assessed at several levels such as recognition, recall,
and top of mind (Aaker, 1996; Moisescu: 2009).
According to Aaker (1996) in Fayrene and Lee
(2011), brand awareness indicators could be seen for
some situations. For new or niche brands, recognition
can be important. For well-known brands recall and
top-of-mind are more sensitive and meaningful.
Brand knowledge and brand opinion can be used in
part to enhance the measurement of brand recall. This
study focuses on these three indicators of brand
awareness.
GRADUATES’ PERCEIVED QUALITY
Aaker (1991) identified the trace to the quality as
a consumer’s perception to a whole quality or the
superior of a product and service characteristics which
is hope by consumers. It is the trace or impresion so
that’s why perceived quality couldn’t be as an
objective perspectives. Zeithaml dan Bitner (2003) in
Wibowo dan Kusumawardani (2006) explained
several dimension of perceived quality for service
such as responsiveness, assurance, empathy, physical
evidence, and reliability. Furthermore, perceived
quality should measure overall service quality from
service provider to recognize how far the subjective
norm of customers to the services which offered.
That’s why the evaluation of employer in this study
will be focuses on the graduates, which is means how
good is the perception of the quality of the graduates
or it is called graduates’ perceived quality. Darby
(1993) in Harvey and Mason (1996) argues that the
employer will recruit the graduates of the university
Nelloh: Do The Educational Service Characteristics
because the graduates had well educated and had the
ability to think critical. That’s why universities
should improve the critical thinking of its students to
make them recruited by some potential employers. It
is also supported by Gordon (1993) in Harvey and
Mason (1996) which stated some advantages in
recruiting the universities’ graduates such as flexibility, ambition, logical thinking, faster learning,
highly motivated, communication ability, creative,
grown up, special ability, analytical ability, initiatives
and so on. From those explanations, GPQ according
to Harvey and Mason (1996) is the perception about
the quality of graduates which will owned by the
employer. In further, Harvey and Mason (1996)
identified several assessment or indicators of this
variable such as: knowledge, intellectual ability, the
ability to work in organization, communication skill,
and personal skill. Those indicators are still latent and
needs to be measured by several indicators in
questionnaires.
INSTITUTIONAL IMAGE
Recently, Nedi (2008) said that customers not
only seen the products from its quality and price but
also seen the image. For this reason the author will
explain the definition of the image first. Kotler (2003)
stated image as an idea generation, convinced, and
impression by customers to an object. Assael (1992)
in Sidabutar and Irawati (2006) stated that image
means perception and object as a whole to be
formulated by the information from some sources for
a long time. These means image is the perception or
impression or trace for an object and or a persons’
own experience towards an object. Suwandi (2008)
expressed that there are several important dimensions
to build an image such as object, process of building
an image, and references people. Those dimensions
mentioned will positively build a good or positive
image for something including the brand, product, or
even company or corporate.
Keller (1998) identified institutional image as
perceptions from organizations that determined
several consumers’ memories which is cognitive
dimension whereas consumers had knowledge about
concept or type stimuli, in case of attribute and
relationships between attribute which is owned by the
institutions. It means institutional image are also
subjective which assess the attributes of the
institutions based on his or her memories. It also
concludes that institutional image will be built over
several time, that is consistent with the argument of
NicolEducation Service Characteristicsu (2009). He
stated that institutional image for higher education
29
will automatically build, but it will made up for
process and spend a lot of time, so that’s why the
stakeholder will have the positive image. Harrison
(1995) in Suwandi (2008) concludes several
assessment of institutional image such as personality,
reputation, value, and corporate identity. Those
indicators will indicate institutional image of higher
education for this study.
INTENTION TO RECRUIT
Intention according to Bansal et al. (2005) as the
subjective probability of an individual to do
something. Consumer intention will be held when a
person plan to do somethung in the future, as a basic
in the planning network that come up when an
individual do cognitive activity which is oriented to
the future such as planning, illusion, daydream, and
mental simulation (Soderlun & Ohman: 2003;
Haryanto:2008). It is concluded that intention has a
close relationship with planning to do something in
the future. As an example, a manager wants to buy a
red car which related to a specific brand for next
month could be mentioned as an intention to buy a
car.
Haryanto (2008) argues and pressed the
intention’s indicator from Bansal et.al. (2008) such as
intention as a hope and intention as a wish. Bansal et
al. (2005) explained that the indicators of intention
such as wish, hope, and plan. In this study the aouthor
only focus on two indicators to determined intention.
It is done because Haryanto (2008) stated that this
indicator is not fully valid and reliable because of
some confusions by the respondents in his previous
study about intention to consume again in creating
influence power, impulsive buying and autobiographical memory for children when they consumed
McDonald’s product. Recently, there is none of
definition to describe intention to recruit or recruitment intention. According to Dessler (2003),
employer will recruit the candidate for such a need to
be filled in one of division in his or her institutions.
From the explanation of customers’ intention before,
it could be concluded that when an employer needs a
staff or staffs to be filled by a candidate whether they
will likely to have intention to recruit. Furthermore
from Haryanto’s (2008) findings, intention to recruit
could be seen as a wish and hope to recruit new staff
in his or her institution.
HYPOTHESES
Armstrong and Kotler (2009) reveal several
characteristics of the service namely; intangibility,
inseparibility, variability, and perishability of shows
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JURNAL MANAJEMEN PEMASARAN, VOL. 5, NO. 1, April 2010: 27-40
on marketing tips are made to create a value for
service providers so as to generate a positive
positioning for service users. The creation of value or
positioning in the minds of consumers that is the
perception to measure the value of the company and
its dimensions are one of them is brand awareness.
Establishment of brand awareness meant to know
clearly whether the services offered can be
remembered in the minds of users. The higher levels
of consumers to remember a service called the level
of top of mind (TOM). Characteristics of services
marketing tips spur services performed, are expected
to form the positioning of a different service users
minds. Oktapiany (2009) also revealed that brand
awareness as a dimension of brand equity can be
formed through the product characteristics of
adequate and good in the eyes of consumers.
According to Sutarso (2007), an adequate curriculum
in a university will lead to the awareness of people
including its stakeholder. Kuzma and Kuzma (2009)
revealed that the curriculum that has been previously
known to the stakeholders to accelerate the formation
of a brand awareness. Referring to the opinions and
research results, we can conclude that the curriculum
is adequate to establish brand awareness of an
institution. Furthermore, Sheninger (2010) revealed
that an adequate quality of lecturers in universities to
spur the formation of a brand awareness for
consumers. Brand awareness in this regard can be
interpreted as consumer awareness about a very
famous institution. Then Baskoro, Rahman and Zain
(2000) reveal how the quality of teachers can affect
the brand equity in it is brand awareness.
Furthermore, the characteristic of service is a
performance so as to create a differentiator that is
difficult to imitate by competitors (Prasetijo, 2007).
Educational service characteristics can bring up the
possibility to form a good quality for service
providers so that education will form an impression or
perception regarding the characteristics of the service
that was formed. The five dimensions of quality of the
graduates of knowledge, intellectual ability, the ability
to work within an organization, individual skills, and
ability to communicate is a dimension of quality
graduates. On this, the prospective employer was
allegedly not really clear with the graduates.
However, the quality of graduates and shape
perceptions about the quality of a person through their
own opinions or information from others, without
clearly such matters can be judged subjectively.
Previous studies by Riska (2005), mentions that the
positive effect of product characteristics on the
formation of Honda Motorcycles user perceived
quality and its relationship with customer loyalty.
The curriculum was designed by an educational
institution should respond to the needs of users in the
future and it looks from the quality of its graduates.
This is supported by Lifvendahl (2006), which says
that the curriculum was designed by various experts
in their field according to the changes that exist to
produce quality graduates who are adequate. Next
Myrnawati (2005) argues that the quality of
vocational school graduates depend on competencybased curriculum. Quality of lecturer also took part in
producing a quality of its graduate. This conclusion
was supported by the Prophet (2005) which revealed
that the increase in the quality of graduates as an
output of educational institutions depends on the
performance of teachers who continually improve
their performance in teaching and learning. Then,
Suherman (2002) in the results of research on job
analysis to improve the quality of lecturers can affect
the teaching and learning activities (KBM) quality.
KBM is adequate if it can create quality graduates.
Education service characteristics would be
established corporate image (Bulotaite, 2003). When
it is a fundamental dimension of the image of the
institution to suppose the existence of a positive
influence between the characteristics of educational
services on the image of an institution that is spread
through person-making process and reliable
information. Based on this, the image of an institution
is an impression that is formed whether it subjects
beradarkan view of the process or WOM (word of
mounth) from trusted people, so although ditel not
known about the characteristics of educational
services, but the subjective view or impression to
customers further affected. Specifically regarding the
characteristics of educational services which are
represented by the curriculum and the quality of
lecturers will be explained as follows. The curriculum
is adequate to build the image of institutions that have
been built by an educational institution within a
specified period. This conclusion was supported by
the opinion and Supratiningrum Hidayati (2008)
which revealed that the quality of education services
in this case an adequate curriculum can enhance an
image or image service institution for its customers.
The results of this study tried to reveal that the
curriculum is designed though almost similar in every
educational institution that affect the formation of the
image. Next on the quality of lecturers who
continually develop their knowledge and dedication
to the community, pointed out to shape the image of
the institution in the eyes of the employer whether it's
already been used or not used previous graduates.
Yusmiarini (2009) revealed that the lecturers are
qualified to create a good image for an educational
Nelloh: Do The Educational Service Characteristics
institution where they work. As with any curriculum,
Hidayati and Supratiningrum (2008) revealed that the
quality of adequate and well-known lecturers will
create an image of quality service or a good image for
the institution of education.
From the previous studies and theories included
about education service characteristics study, the
author proposed several hypotheses as follows:
H1 : Education Service Characteristics would positively impact on Brand Awareness.
H2 : Education Service Characteristics would positively impact on Graduates’ Perceived Quality.
H3 : Education Service Characteristics would positively impact on Institutional image.
Next, about the perceptions dimension, the
author found several theories and findings of several
studies for example Durianto et al. (2001) revealed
that consumers or users tend to buy a brand that is
already known. An example of Durianto et al. (2001)
mentions that when the customer mentions a brand
name that was needed, so consumers will be
mentioning the name of a particular brand in mind.
Brands that are in the minds of consumers showed
that consumers are aware of the existence of a
particular brand. Prasetiyawan (2004) concluded that
the brand awareness through the top of mind
represented by observed variables affecting user
intention and ranked second stage. Strong brand
awareness due to the characteristics of adequate
services, allegedly to establish user expectations that
tend to vote according to expectations in the minds of
users.
Furthermore, the perception of the quality of
graduates, according to Durianto et al. (2001)
revealed that the perception of quality is a perception
on the overall quality of a product or service that can
determine the value and influence on consumer
purchasing decisions and brand loyalty. Schiffman
and Kanuk (2010) that one of the drivers of purchase
decisions are perceptions, and to the formation of
intention is also influenced by factors including the
perception considerations. The discussion concluded
that the perception of the quality of a strong role in
consumer decision process that includes the
preferences or intended use of (Prasetijio, 2007). A
customer may not have enough information to steer
the quality of graduates of a brand in an objective
manner, customers may also not motivated to process
information so that the perception of quality becomes
very important role in customer decisions. Harvey
and Mason (1996) explicitly stated that all of
dimensions of graduates’ quality will impact on
employers’ wish and hope to recruit the universities
31
alumnus. Marquina (2007) in her research on the
influence of Corporate Social Responsibility (CSR)
on consumers' behavior concluded that the corporate
personality has positive influence on the formation of
consumer behavior in this case including the purchase
intentions of consumers. When the corporate’s
personality is better for an institution, the alleged
intended use of consumers can be realized.
Schwaiger (2007) revealed that one of the benefits
when the company has a good reputation it will have
positive influence on the formation of the intended
use of the consumer. Findly (1986) revealed that the
value is very influential usage intentions of
consumers. Several previous studies have revealed
that the value is very influential on the intended use.
As with Ly and Sii (2007) in his research on the
perception of value is very influential in the formation
of consumers' intentions online. Based on the
opinions and research results indicate that the
perceived value of consumers can affect the intentions
to use of consumers. According to Martin, Ruiz and
Rubio (2008) the identity of a corporation has a
positive effect on the formation of consumer behavior
in which there is alleged intention of the consumer.
David, Susan and Yang (2003) to conclude that
corporate identity and corporate social responsibility
simultaneously to influence the intentions of
consumers to use products issued by the corporation.
As well as English language courses education
services who have a good identity such famous
institutions can attract new customers to go learn
together.
From the previous studies and theories included
about education service characteristics study, the
author proposed several hypotheses as follows:
H4 : Brand Awareness would positively impact on
Intention to Recruit
H5 : Graduates’ Perceived Quality would positively
impact on Intention to Recruit
H6 : Institutional Image would positively impact on
Intention to Recruit.
METHOD
This research is a hypothesis testing that aims to
test the effect of some recruitment intentions
antecedents of users with the characteristics of
education services through multiple dimensions of
perception. The research design used the crosssectional study. Data were collected from primary and
secondary data. The primary data includes data
through mail questionnaires and personally self
administered mostly located in branch offices in
Salatiga, with consideration of Salatiga is a city where
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it stood MM SWCU. In addition to the division of
questionnaires, interviews are also conducted to the
secretary and director of the University's graduate
program. In addition, the interview was also carried
out to prospective respondents are associated with
MM SWCU or not, given the questions in the
questionnaire is related to internal factors of the
institution. These questions include the curriculum,
quality lecturer, and graduate-quality. The total
sample is 120 respondents employer in Central Java.
They are includes user and aspirant employer of MM
SWCU. The respondents were selected by using
sampling technique purposive or judgmental
sampling.
Likert Scale six (6) points were used in this
study. That scale will relatively relate to Structural
Equation Model (SEM). This study uses data
processing techniques of 1st order Confirmatory
Factor Analysis (CFA) and 2nd order Confirmatory
Factor Analysis (CFA). The merger of CFAs is
possible by any research using Amos software as a
tool of analysis. The approach was taken to estimate
the model parameters using the SEM model which is
called Structural Model or latent variable relationship.
RESULTS
Structural Equation Modeling was adopted over
multiple regressions because; SEM could measure all
of the paths in one analysis (Chang, et.al, 2010). In
this study the result would be seen on Figure 1, Table
1 and Table 2.
The assessment of the structural model involves
the Critical value (CR) and P value (Ferdinand, 2002).
Based on the limitations of existing statistical, CR
(Critical Ratio) > 2.00, and P (Probability < 0.05
(Ferdinand, 2002). If the results show the values that
qualify, then the proposed research hypothesis can be
accepted.
All the hypotheses are accepted and supported
by data. It would be the same as the previous
researches mentioned. As we can see in table 1.1, the
CR value for educational service characteristics to
brand awareness, graduates perceived quality, and
institutional image were 4.542, 5.981, and 5.454. The
independent variables obtained also p value less than
5% so it would be stated that H1, H2, H3 are
supported by data. Furthermore, table 1.1 also
indicates the same conclusion. The perception
dimension such as brand awareness, graduates
perceived quality, and institutional image are
positively impacts intention to recruit. The CR values
were 2.221, 5.481, and 3.030 and the P values were
all below 5% significance.
Furthermore, the test of the hypothesis as it is in
table 1.2 about goodness of fit’s full model measure,
indicates that this research model based on eight
benchmarks, half showed a good model evaluation of
TLI, CFI, CMIN / DF, and RMSEA because
according to statistical requirements, based on the
column cut-off value. Although the probability and
chi square is not good, but because the SEM is so
sensitive that this model is quite good because the
four indicators are statistically accepted.
DISCUSSION
The positive hypothesis 1 may indicates that
respondents actually associated with MM SWCU
really know the characteristics of services offered.
This can be proved by the previous statistical tests
hypothesis 1 test showed positive results. This means
that the MM SWCU famous in the eyes of employers
with a high quality lecturer and curriculum are
adequate. It is supported the previous research
mentioned earlier. Next, the positive hypothesis 2
may mean that respondents actually associated with
MM SWCU really know the characteristics of
services offered so that it can make a good perception
about MM SWCU graduates. This can be proved by
the previous statistical tests hypothesis 2 test showed
positive results. This means that the MM SWCU eyes
of employers with a high quality lecturer and
curriculum adequate to remove the product in the
form of output or quality graduates working
environment. The positive hypothesis 3 also can be
interpreted that the respondents are truly associated
with MM SWCU really know the characteristics of
services offered so that it can have a good perception
about the image of MM SWCU itself. This can be
proven by statistical tests before the test hypothesis 3
showed positive results. This means that the MM
SWCU in the eyes of employers with a high quality
lecturer and adequate curriculum to create a good
perception in the form of images or a good impression
about the institution here means MM SWCU. In other
words, MM SWCU’s image in the minds of
employers as one of the stakeholders of higher
education world is very good.
For the dimension of perception’s hypotheses, it
will be discuss further. First is about brand awareness,
and the result was positive statistically. The positive
hypothesis 4 also could mean that respondents
actually associated with MM SWCU who already
knows the real characteristics of the services
previously offered a hope and a desire to recruit
graduates MM SWCU. This means that with high
brand awareness of an education service, then the
33
Nelloh: Do The Educational Service Characteristics
.51
UJI MODEL
.18
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Chi square = 1075.601 (df = 883)
Prob = .000
RMSEA = .043
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GFI = .737
AGFI = .705
TLI = .963
CFI = .965
1
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Value
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*Notes
- Karakteristik Jasa Pendidikan= Educational Service Characteristics
- Kesadaran Merek= Brand Awareness
- Citra Institusi= Institutional Image
- Kualitas Lulusan= Graduate’s Perceived Quality
- Intensi Perekrutan= Intention to Recruit
- Kual Dosen= Lecureres’ quality
- Kur=Curriculum
- Penget=Knowledge
- Kemamp Intelektual=Intellectual’s ability
-Kemamp Berkomunikasi=Communications skill
- Kemamp Perseorangan=Personal skill
- Kemamp utk bekerja=The ability to work in an organization
- Harapan=Hope
-Keinginan=Wish
employer associated with these institutionsFigure
tend to1. Full Model
1.00
1 .29 1
.21 1
.37
.50
y20
1
.20 1
.34 1
.26
d13
.96 1.00
y17
1
1.05
1 .37
z4
.08 .92
1.03
1 .26
.301 .231 .15 1.02
1
.331 .241 .31
Citra
Institusi
1.00
Intensi
Perekrutan
1.21
1.16
-.01
1
1.00
z2
Kualitas
Lulusan
1.11
Kemamp
utk bekerja
d5
x6
.58
1
Karakteristik
Jasa
Pendidikan
d2
1.30
.28
e15
d4
Kual
Dosen
e5
y7
.05
Penget
d1
.36
1
e1
x1
1.201
.28
1 1.21
x2
e14
y6
z1
.28 .35
e13
1
1
.60
1
.20
e12
1.00
1.10
.94
1
.09
e2
1
Kesadaran
Merek
e10
.37
.48
e7
34
JURNAL MANAJEMEN PEMASARAN, VOL. 5, NO. 1, April 2010: 27-40
Table 1. Regression Weights Full Model
Kesadaran_Merek
Kualitas_Lulusan
Citra_Institusi
Intensi_Perekrutan
Intensi_Perekrutan
Intensi_Perekrutan
Regression Weights: (Group number 1 - Default model)
Estimate S.E.
PERCEPTIONS MATTERS TO INTENTION TO RECRUIT MASTER OF
MANAGEMENT’S ALUMNI IN CENTRAL JAVA?
Liza Agustina Maureen Nelloh
Pelita Harapan University, Surabaya - Indonesia
Email: lizanelloh@gmail.com
Abstract: Competitiveness arena of higher education in Central Java Indonesia motivates its institution to improve branding
strategy, and the quality of its educational characteristics in order to build good perception about its institution and the quality
of its graduate. The author focuses on several perceptions’ dimensions to evaluate educational service characteristics such as
brand awareness, quality of the graduates, and institutional image. Whether those variables will positively impact on intention
to recruit, the author wants to see the correlation of each variables simultaneously using Structural Equation Model (SEM).
Data were collected through purposive sampling in several cities in Central Java. Owners and managers from several
industries were asked to evaluate Satya Wacana Christian University, especially its Master of Management program. The
results indicate all hypothesizes were supported by data. This study contributes to branding strategy in higher education and
present important insight to improve several education qualities in higher education sector.
Key words: Higher education, educational service characteristics, brand awareness, graduates quality, institutional image,
intention to recruit.
satisfaction, and build a good marketing strategies not
only to survive but to win sustainable competitive
advantage I higher education sector. Besides
international studies, many national studies also
examined students’ satisfaction and enrollment
(Srinadi: 2008, Naibaho & Nurcahyo: 2010,
Yustanika: 2010, Surjaputra et al: 2010, Munawaroh:
2010, etc). Those studies also concluded the same
thing.
Besides students, there are several stakeholders
to be considered as an attention in higher education
studies. Some stakeholders to be mentioned such as
students, employers and society, students’ parents, the
government and other funding bodies, quality
assurance agencies and other reglementing
authorities, professional bodies (Chapleo, 2004; Voss,
Gruber, Szmigin, 2007; Kantanen, 2007). This
explanation concludes that the students are not the
only one stakeholder to be satisfied but also the
employer in order to build good public relation
among institutions. The study of evaluating quality of
graduates and its impacts on recruit still seldom in
quantitative research areas. The research gap
mentioned motivate the author to evaluate employers
perception about educational service education, the
graduates, institutions, and brand to improve his or
her intention to recruit. The author focus on several
perception such as brand awareness, graduates’
quality, and institutional image to evaluate the service
education and whether it will impact on the intention
to recruit. The usage of the three perception
INTRODUCTION
There are several changes in the environmental
decision, politics, its structure driving the changes an
effect on how higher education institutions operate
nowadays and they are seen as the driving forces for
the marketization of higher education (Maringe, 2006;
Nicolescsu, 2009). It will enforce the competitive
arena in higher education sector to build good
marketing strategy in order to survive and win the
sustainable competitive advantage. Those changes
were happening also in Central Java Indonesia which
owns several famous private universities such as
Satya Wacana Christian University (SWCU),
Soegijopranata Catholic University, Muhammadiyah
University in Surakarta, Muhammadiyah University
in Magelang etc. One university that owned A
Accreditation for its Master of Management Program
is SWCU (Indonesian National Accreditation –
Higher Education). In Indonesia, there are only 20
universities that got A Accreditation, which means
that Master of Management (MM) SWCU is one of
the best education for private univeristy in Indonesia
especially in Central Java.
Recently, many international studies of marketing higher education only focused on satisfying
students and attracted new students to enroll the
universities (Kara & Deshields:2004, Sahin: 2007,
Scott: 2008, Chou:2010, Bradford &Wyatt:2010,
Mourad et al, 2010, etc.). Those studies conclude that
it is important for universities to build student’s
27
28
JURNAL MANAJEMEN PEMASARAN, VOL. 5, NO. 1, April 2010: 27-40
dimensions because of several scope of limitation in
marketing of higher education (Nicolescu, 2009).
EDUCATIONAL SERVICE CHARACTERISTICS
The first review of the literature is educational
service characteristics Shaik (2005) argue that
education is a service and students are the prime focus
of the institution. The shift of education’s definition as
whole, education service characteristics could be
stated as service with its own characteristics such as
students and employer. Service education that offered
by educational institutions should be focus on its own
quality in order to yield a quality graduates. Owlia
and Aspinwall (1997) stated three process of
education’s quality dimension such as input quality,
process quality and output quality as one system in
educational system. Input quality includes students,
curriculum, lecturers, value, attitude, knowledge, goal,
and fund. Process quality includes teaching activity,
technology implementation, interaction between
lecturer and students, counselor, and administrator
(Munandir, 2002). Those indicators were very
internal and difficult to be recognized by the
employer.
To identify the dimensions of education service
characteristics which could be recognized by the
employer, Pierri (2003) expressed several service
characteristics such as intangibility, variable, perishable, simultaneous production and consumption. As
the examples of those indicators, intangibility could
be seen by the teaching and learning activity. Variable
could be seen on people based service such as its
lecturer, while perishable could be seen on the patch
on the class, and simultaneously production and
consumption is the continuously learning activity by
the students in class during the lecturers’ taught them
and so on. However, those indicators are still
bothersome into the perception of the employer. In
order to get the useful indicator, just like Owlia and
Aspinwall’s (1997) explanation, this study only focus
on input quality which is lecturers and curriculum.
Hence, these two indicators will lead to the evaluation
in case of their perception about education service
characteristics regarding to one brand as the objective
to be evaluated.
BRAND AWARENESS
In this study, one of perceptions’ dimensions is
the ability of the employer to recognize, recall the
brand of university which is called brand awareness
(Durianto, et al., 2001). Over the last decades, there
are some approaches by several authors about brand
awareness. Aaker (1991) stated that brand awareness
is the part of brand equity as the powerful brand in the
organization. Brand equity as a set of fundamental
dimensions grouped into a complex system comprising mainly: brand awareness, brand perceived
quality, brand loyalty and brand associations (Aaker,
1991). Those briefly explanation concluded that brand
awareness could be the first step over complex brand
knowledge by consumers. The benefit of brand
awareness could be the first impression and recognition by consumers to know the brand. The new
beginner should apply this constructs to know
whether the consumers already aware the brand or
not. It is the first step, so brand awareness could be
seen as the fundamental factors in brand equity
(Moisescu, 2009).
Several studies in international and national for
the importance of brand awareness (Aaker: 1996,
Moisescu: 2009, Fayrene & lee: 2011, Wibowo &
Kusumawardani:2006, Afif and Hakim, 2007 etc.).
Those studies stated that brand awareness can be
assessed at several levels such as recognition, recall,
and top of mind (Aaker, 1996; Moisescu: 2009).
According to Aaker (1996) in Fayrene and Lee
(2011), brand awareness indicators could be seen for
some situations. For new or niche brands, recognition
can be important. For well-known brands recall and
top-of-mind are more sensitive and meaningful.
Brand knowledge and brand opinion can be used in
part to enhance the measurement of brand recall. This
study focuses on these three indicators of brand
awareness.
GRADUATES’ PERCEIVED QUALITY
Aaker (1991) identified the trace to the quality as
a consumer’s perception to a whole quality or the
superior of a product and service characteristics which
is hope by consumers. It is the trace or impresion so
that’s why perceived quality couldn’t be as an
objective perspectives. Zeithaml dan Bitner (2003) in
Wibowo dan Kusumawardani (2006) explained
several dimension of perceived quality for service
such as responsiveness, assurance, empathy, physical
evidence, and reliability. Furthermore, perceived
quality should measure overall service quality from
service provider to recognize how far the subjective
norm of customers to the services which offered.
That’s why the evaluation of employer in this study
will be focuses on the graduates, which is means how
good is the perception of the quality of the graduates
or it is called graduates’ perceived quality. Darby
(1993) in Harvey and Mason (1996) argues that the
employer will recruit the graduates of the university
Nelloh: Do The Educational Service Characteristics
because the graduates had well educated and had the
ability to think critical. That’s why universities
should improve the critical thinking of its students to
make them recruited by some potential employers. It
is also supported by Gordon (1993) in Harvey and
Mason (1996) which stated some advantages in
recruiting the universities’ graduates such as flexibility, ambition, logical thinking, faster learning,
highly motivated, communication ability, creative,
grown up, special ability, analytical ability, initiatives
and so on. From those explanations, GPQ according
to Harvey and Mason (1996) is the perception about
the quality of graduates which will owned by the
employer. In further, Harvey and Mason (1996)
identified several assessment or indicators of this
variable such as: knowledge, intellectual ability, the
ability to work in organization, communication skill,
and personal skill. Those indicators are still latent and
needs to be measured by several indicators in
questionnaires.
INSTITUTIONAL IMAGE
Recently, Nedi (2008) said that customers not
only seen the products from its quality and price but
also seen the image. For this reason the author will
explain the definition of the image first. Kotler (2003)
stated image as an idea generation, convinced, and
impression by customers to an object. Assael (1992)
in Sidabutar and Irawati (2006) stated that image
means perception and object as a whole to be
formulated by the information from some sources for
a long time. These means image is the perception or
impression or trace for an object and or a persons’
own experience towards an object. Suwandi (2008)
expressed that there are several important dimensions
to build an image such as object, process of building
an image, and references people. Those dimensions
mentioned will positively build a good or positive
image for something including the brand, product, or
even company or corporate.
Keller (1998) identified institutional image as
perceptions from organizations that determined
several consumers’ memories which is cognitive
dimension whereas consumers had knowledge about
concept or type stimuli, in case of attribute and
relationships between attribute which is owned by the
institutions. It means institutional image are also
subjective which assess the attributes of the
institutions based on his or her memories. It also
concludes that institutional image will be built over
several time, that is consistent with the argument of
NicolEducation Service Characteristicsu (2009). He
stated that institutional image for higher education
29
will automatically build, but it will made up for
process and spend a lot of time, so that’s why the
stakeholder will have the positive image. Harrison
(1995) in Suwandi (2008) concludes several
assessment of institutional image such as personality,
reputation, value, and corporate identity. Those
indicators will indicate institutional image of higher
education for this study.
INTENTION TO RECRUIT
Intention according to Bansal et al. (2005) as the
subjective probability of an individual to do
something. Consumer intention will be held when a
person plan to do somethung in the future, as a basic
in the planning network that come up when an
individual do cognitive activity which is oriented to
the future such as planning, illusion, daydream, and
mental simulation (Soderlun & Ohman: 2003;
Haryanto:2008). It is concluded that intention has a
close relationship with planning to do something in
the future. As an example, a manager wants to buy a
red car which related to a specific brand for next
month could be mentioned as an intention to buy a
car.
Haryanto (2008) argues and pressed the
intention’s indicator from Bansal et.al. (2008) such as
intention as a hope and intention as a wish. Bansal et
al. (2005) explained that the indicators of intention
such as wish, hope, and plan. In this study the aouthor
only focus on two indicators to determined intention.
It is done because Haryanto (2008) stated that this
indicator is not fully valid and reliable because of
some confusions by the respondents in his previous
study about intention to consume again in creating
influence power, impulsive buying and autobiographical memory for children when they consumed
McDonald’s product. Recently, there is none of
definition to describe intention to recruit or recruitment intention. According to Dessler (2003),
employer will recruit the candidate for such a need to
be filled in one of division in his or her institutions.
From the explanation of customers’ intention before,
it could be concluded that when an employer needs a
staff or staffs to be filled by a candidate whether they
will likely to have intention to recruit. Furthermore
from Haryanto’s (2008) findings, intention to recruit
could be seen as a wish and hope to recruit new staff
in his or her institution.
HYPOTHESES
Armstrong and Kotler (2009) reveal several
characteristics of the service namely; intangibility,
inseparibility, variability, and perishability of shows
30
JURNAL MANAJEMEN PEMASARAN, VOL. 5, NO. 1, April 2010: 27-40
on marketing tips are made to create a value for
service providers so as to generate a positive
positioning for service users. The creation of value or
positioning in the minds of consumers that is the
perception to measure the value of the company and
its dimensions are one of them is brand awareness.
Establishment of brand awareness meant to know
clearly whether the services offered can be
remembered in the minds of users. The higher levels
of consumers to remember a service called the level
of top of mind (TOM). Characteristics of services
marketing tips spur services performed, are expected
to form the positioning of a different service users
minds. Oktapiany (2009) also revealed that brand
awareness as a dimension of brand equity can be
formed through the product characteristics of
adequate and good in the eyes of consumers.
According to Sutarso (2007), an adequate curriculum
in a university will lead to the awareness of people
including its stakeholder. Kuzma and Kuzma (2009)
revealed that the curriculum that has been previously
known to the stakeholders to accelerate the formation
of a brand awareness. Referring to the opinions and
research results, we can conclude that the curriculum
is adequate to establish brand awareness of an
institution. Furthermore, Sheninger (2010) revealed
that an adequate quality of lecturers in universities to
spur the formation of a brand awareness for
consumers. Brand awareness in this regard can be
interpreted as consumer awareness about a very
famous institution. Then Baskoro, Rahman and Zain
(2000) reveal how the quality of teachers can affect
the brand equity in it is brand awareness.
Furthermore, the characteristic of service is a
performance so as to create a differentiator that is
difficult to imitate by competitors (Prasetijo, 2007).
Educational service characteristics can bring up the
possibility to form a good quality for service
providers so that education will form an impression or
perception regarding the characteristics of the service
that was formed. The five dimensions of quality of the
graduates of knowledge, intellectual ability, the ability
to work within an organization, individual skills, and
ability to communicate is a dimension of quality
graduates. On this, the prospective employer was
allegedly not really clear with the graduates.
However, the quality of graduates and shape
perceptions about the quality of a person through their
own opinions or information from others, without
clearly such matters can be judged subjectively.
Previous studies by Riska (2005), mentions that the
positive effect of product characteristics on the
formation of Honda Motorcycles user perceived
quality and its relationship with customer loyalty.
The curriculum was designed by an educational
institution should respond to the needs of users in the
future and it looks from the quality of its graduates.
This is supported by Lifvendahl (2006), which says
that the curriculum was designed by various experts
in their field according to the changes that exist to
produce quality graduates who are adequate. Next
Myrnawati (2005) argues that the quality of
vocational school graduates depend on competencybased curriculum. Quality of lecturer also took part in
producing a quality of its graduate. This conclusion
was supported by the Prophet (2005) which revealed
that the increase in the quality of graduates as an
output of educational institutions depends on the
performance of teachers who continually improve
their performance in teaching and learning. Then,
Suherman (2002) in the results of research on job
analysis to improve the quality of lecturers can affect
the teaching and learning activities (KBM) quality.
KBM is adequate if it can create quality graduates.
Education service characteristics would be
established corporate image (Bulotaite, 2003). When
it is a fundamental dimension of the image of the
institution to suppose the existence of a positive
influence between the characteristics of educational
services on the image of an institution that is spread
through person-making process and reliable
information. Based on this, the image of an institution
is an impression that is formed whether it subjects
beradarkan view of the process or WOM (word of
mounth) from trusted people, so although ditel not
known about the characteristics of educational
services, but the subjective view or impression to
customers further affected. Specifically regarding the
characteristics of educational services which are
represented by the curriculum and the quality of
lecturers will be explained as follows. The curriculum
is adequate to build the image of institutions that have
been built by an educational institution within a
specified period. This conclusion was supported by
the opinion and Supratiningrum Hidayati (2008)
which revealed that the quality of education services
in this case an adequate curriculum can enhance an
image or image service institution for its customers.
The results of this study tried to reveal that the
curriculum is designed though almost similar in every
educational institution that affect the formation of the
image. Next on the quality of lecturers who
continually develop their knowledge and dedication
to the community, pointed out to shape the image of
the institution in the eyes of the employer whether it's
already been used or not used previous graduates.
Yusmiarini (2009) revealed that the lecturers are
qualified to create a good image for an educational
Nelloh: Do The Educational Service Characteristics
institution where they work. As with any curriculum,
Hidayati and Supratiningrum (2008) revealed that the
quality of adequate and well-known lecturers will
create an image of quality service or a good image for
the institution of education.
From the previous studies and theories included
about education service characteristics study, the
author proposed several hypotheses as follows:
H1 : Education Service Characteristics would positively impact on Brand Awareness.
H2 : Education Service Characteristics would positively impact on Graduates’ Perceived Quality.
H3 : Education Service Characteristics would positively impact on Institutional image.
Next, about the perceptions dimension, the
author found several theories and findings of several
studies for example Durianto et al. (2001) revealed
that consumers or users tend to buy a brand that is
already known. An example of Durianto et al. (2001)
mentions that when the customer mentions a brand
name that was needed, so consumers will be
mentioning the name of a particular brand in mind.
Brands that are in the minds of consumers showed
that consumers are aware of the existence of a
particular brand. Prasetiyawan (2004) concluded that
the brand awareness through the top of mind
represented by observed variables affecting user
intention and ranked second stage. Strong brand
awareness due to the characteristics of adequate
services, allegedly to establish user expectations that
tend to vote according to expectations in the minds of
users.
Furthermore, the perception of the quality of
graduates, according to Durianto et al. (2001)
revealed that the perception of quality is a perception
on the overall quality of a product or service that can
determine the value and influence on consumer
purchasing decisions and brand loyalty. Schiffman
and Kanuk (2010) that one of the drivers of purchase
decisions are perceptions, and to the formation of
intention is also influenced by factors including the
perception considerations. The discussion concluded
that the perception of the quality of a strong role in
consumer decision process that includes the
preferences or intended use of (Prasetijio, 2007). A
customer may not have enough information to steer
the quality of graduates of a brand in an objective
manner, customers may also not motivated to process
information so that the perception of quality becomes
very important role in customer decisions. Harvey
and Mason (1996) explicitly stated that all of
dimensions of graduates’ quality will impact on
employers’ wish and hope to recruit the universities
31
alumnus. Marquina (2007) in her research on the
influence of Corporate Social Responsibility (CSR)
on consumers' behavior concluded that the corporate
personality has positive influence on the formation of
consumer behavior in this case including the purchase
intentions of consumers. When the corporate’s
personality is better for an institution, the alleged
intended use of consumers can be realized.
Schwaiger (2007) revealed that one of the benefits
when the company has a good reputation it will have
positive influence on the formation of the intended
use of the consumer. Findly (1986) revealed that the
value is very influential usage intentions of
consumers. Several previous studies have revealed
that the value is very influential on the intended use.
As with Ly and Sii (2007) in his research on the
perception of value is very influential in the formation
of consumers' intentions online. Based on the
opinions and research results indicate that the
perceived value of consumers can affect the intentions
to use of consumers. According to Martin, Ruiz and
Rubio (2008) the identity of a corporation has a
positive effect on the formation of consumer behavior
in which there is alleged intention of the consumer.
David, Susan and Yang (2003) to conclude that
corporate identity and corporate social responsibility
simultaneously to influence the intentions of
consumers to use products issued by the corporation.
As well as English language courses education
services who have a good identity such famous
institutions can attract new customers to go learn
together.
From the previous studies and theories included
about education service characteristics study, the
author proposed several hypotheses as follows:
H4 : Brand Awareness would positively impact on
Intention to Recruit
H5 : Graduates’ Perceived Quality would positively
impact on Intention to Recruit
H6 : Institutional Image would positively impact on
Intention to Recruit.
METHOD
This research is a hypothesis testing that aims to
test the effect of some recruitment intentions
antecedents of users with the characteristics of
education services through multiple dimensions of
perception. The research design used the crosssectional study. Data were collected from primary and
secondary data. The primary data includes data
through mail questionnaires and personally self
administered mostly located in branch offices in
Salatiga, with consideration of Salatiga is a city where
32
JURNAL MANAJEMEN PEMASARAN, VOL. 5, NO. 1, April 2010: 27-40
it stood MM SWCU. In addition to the division of
questionnaires, interviews are also conducted to the
secretary and director of the University's graduate
program. In addition, the interview was also carried
out to prospective respondents are associated with
MM SWCU or not, given the questions in the
questionnaire is related to internal factors of the
institution. These questions include the curriculum,
quality lecturer, and graduate-quality. The total
sample is 120 respondents employer in Central Java.
They are includes user and aspirant employer of MM
SWCU. The respondents were selected by using
sampling technique purposive or judgmental
sampling.
Likert Scale six (6) points were used in this
study. That scale will relatively relate to Structural
Equation Model (SEM). This study uses data
processing techniques of 1st order Confirmatory
Factor Analysis (CFA) and 2nd order Confirmatory
Factor Analysis (CFA). The merger of CFAs is
possible by any research using Amos software as a
tool of analysis. The approach was taken to estimate
the model parameters using the SEM model which is
called Structural Model or latent variable relationship.
RESULTS
Structural Equation Modeling was adopted over
multiple regressions because; SEM could measure all
of the paths in one analysis (Chang, et.al, 2010). In
this study the result would be seen on Figure 1, Table
1 and Table 2.
The assessment of the structural model involves
the Critical value (CR) and P value (Ferdinand, 2002).
Based on the limitations of existing statistical, CR
(Critical Ratio) > 2.00, and P (Probability < 0.05
(Ferdinand, 2002). If the results show the values that
qualify, then the proposed research hypothesis can be
accepted.
All the hypotheses are accepted and supported
by data. It would be the same as the previous
researches mentioned. As we can see in table 1.1, the
CR value for educational service characteristics to
brand awareness, graduates perceived quality, and
institutional image were 4.542, 5.981, and 5.454. The
independent variables obtained also p value less than
5% so it would be stated that H1, H2, H3 are
supported by data. Furthermore, table 1.1 also
indicates the same conclusion. The perception
dimension such as brand awareness, graduates
perceived quality, and institutional image are
positively impacts intention to recruit. The CR values
were 2.221, 5.481, and 3.030 and the P values were
all below 5% significance.
Furthermore, the test of the hypothesis as it is in
table 1.2 about goodness of fit’s full model measure,
indicates that this research model based on eight
benchmarks, half showed a good model evaluation of
TLI, CFI, CMIN / DF, and RMSEA because
according to statistical requirements, based on the
column cut-off value. Although the probability and
chi square is not good, but because the SEM is so
sensitive that this model is quite good because the
four indicators are statistically accepted.
DISCUSSION
The positive hypothesis 1 may indicates that
respondents actually associated with MM SWCU
really know the characteristics of services offered.
This can be proved by the previous statistical tests
hypothesis 1 test showed positive results. This means
that the MM SWCU famous in the eyes of employers
with a high quality lecturer and curriculum are
adequate. It is supported the previous research
mentioned earlier. Next, the positive hypothesis 2
may mean that respondents actually associated with
MM SWCU really know the characteristics of
services offered so that it can make a good perception
about MM SWCU graduates. This can be proved by
the previous statistical tests hypothesis 2 test showed
positive results. This means that the MM SWCU eyes
of employers with a high quality lecturer and
curriculum adequate to remove the product in the
form of output or quality graduates working
environment. The positive hypothesis 3 also can be
interpreted that the respondents are truly associated
with MM SWCU really know the characteristics of
services offered so that it can have a good perception
about the image of MM SWCU itself. This can be
proven by statistical tests before the test hypothesis 3
showed positive results. This means that the MM
SWCU in the eyes of employers with a high quality
lecturer and adequate curriculum to create a good
perception in the form of images or a good impression
about the institution here means MM SWCU. In other
words, MM SWCU’s image in the minds of
employers as one of the stakeholders of higher
education world is very good.
For the dimension of perception’s hypotheses, it
will be discuss further. First is about brand awareness,
and the result was positive statistically. The positive
hypothesis 4 also could mean that respondents
actually associated with MM SWCU who already
knows the real characteristics of the services
previously offered a hope and a desire to recruit
graduates MM SWCU. This means that with high
brand awareness of an education service, then the
33
Nelloh: Do The Educational Service Characteristics
.51
UJI MODEL
.18
e8
e9
y1
y2
y3
1
Chi square = 1075.601 (df = 883)
Prob = .000
RMSEA = .043
Chi square / df = 1.218
GFI = .737
AGFI = .705
TLI = .963
CFI = .965
1
1.00 1.08
.73
.30 .28 .26
1
y4
e11
1
y5
1.00
.67
1
e3
x3
.43
1
e4
x4
.24
1 1.02
x5
1.00
.26
1
e6
y8
1
1 1
y9
y10
.951.05
1.00.93
Kemamp
Intelektual
d3
.26 .27 .30
e16
e39
e40
e41
y33
y34
y35
1
.19
.11
1
1 .03
.92 1.00
.00
.76
1
1
1.08
1.00.98
Harapan
d12
1
.92 1.00
1.24
.03
1
Kur
.44
d6
1.02
.94 1.00
.86
y11
y12
y13
1
1
.31 .38
.18 1
.29
e17
e18
e19
.46
.08
1
Kemamp
Perseorangan
d7
.87 1.00 .84
y14
y15
y16
e20
e21
e22
Personality
1
1.01
.03
.02
1
d9
1.24
1.001.13
Reputation
d8
1.13
1.26 1.00 1.10
Kemamp
Berkomunikasi
y18
y19
e23
e24
e25
1
Keinginan
y36
y37
y38
e42
e43
e44
z3
.99
.06
.04
1
Corporate 1 d11
d10
Ident
1.08
1.121.00
1.291.00
Value
y21
y22
y23
y24
y25
y26
y27
y28
y29
y30
y31
y32
e26
e27
e28
e29
e30
e31
e32
e33
e34
e35
e36
e37
e38
1
.21 1
.27 1
.33 1
.271 .221 .231 .411 .231 .211 .48
*Notes
- Karakteristik Jasa Pendidikan= Educational Service Characteristics
- Kesadaran Merek= Brand Awareness
- Citra Institusi= Institutional Image
- Kualitas Lulusan= Graduate’s Perceived Quality
- Intensi Perekrutan= Intention to Recruit
- Kual Dosen= Lecureres’ quality
- Kur=Curriculum
- Penget=Knowledge
- Kemamp Intelektual=Intellectual’s ability
-Kemamp Berkomunikasi=Communications skill
- Kemamp Perseorangan=Personal skill
- Kemamp utk bekerja=The ability to work in an organization
- Harapan=Hope
-Keinginan=Wish
employer associated with these institutionsFigure
tend to1. Full Model
1.00
1 .29 1
.21 1
.37
.50
y20
1
.20 1
.34 1
.26
d13
.96 1.00
y17
1
1.05
1 .37
z4
.08 .92
1.03
1 .26
.301 .231 .15 1.02
1
.331 .241 .31
Citra
Institusi
1.00
Intensi
Perekrutan
1.21
1.16
-.01
1
1.00
z2
Kualitas
Lulusan
1.11
Kemamp
utk bekerja
d5
x6
.58
1
Karakteristik
Jasa
Pendidikan
d2
1.30
.28
e15
d4
Kual
Dosen
e5
y7
.05
Penget
d1
.36
1
e1
x1
1.201
.28
1 1.21
x2
e14
y6
z1
.28 .35
e13
1
1
.60
1
.20
e12
1.00
1.10
.94
1
.09
e2
1
Kesadaran
Merek
e10
.37
.48
e7
34
JURNAL MANAJEMEN PEMASARAN, VOL. 5, NO. 1, April 2010: 27-40
Table 1. Regression Weights Full Model
Kesadaran_Merek
Kualitas_Lulusan
Citra_Institusi
Intensi_Perekrutan
Intensi_Perekrutan
Intensi_Perekrutan
Regression Weights: (Group number 1 - Default model)
Estimate S.E.